CAJ | 학술논문

旅游景区产品要被目标顾客所接受和购买，渠道建设是必不可少的。然而，在许多地方景区渠道建设工作还刚刚起步，处在摸索阶段，如何构建一条科学有效的销售渠道，成为景区营销工作的一个重要内容。旅游产品的无形性，必然使得旅游产品流通与实体产品流通不同，在构建渠道过程中，这一特性应该体现出来，因而，简单照搬实体产品分销的理论和经验是不够的。借助对明月山温泉风景名胜区渠道工作的经验，本文探讨景区渠道管理的现状及策略的选择。
여유경구산품요피목표고객소접수화구매，거도건설시필불가소적。연이，재허다지방경구거도건설공작환강강기보，처재모색계단，여하구건일조과학유효적소수거도，성위경구영소공작적일개중요내용。여유산품적무형성，필연사득여유산품류통여실체산품류통불동，재구건거도과정중，저일특성응해체현출래，인이，간단조반실체산품분소적이론화경험시불구적。차조대명월산온천풍경명성구거도공작적경험，본문탐토경구거도관리적현상급책략적선택。
It＇s necessary to build sales channel that can make target customers knowing and buying the products of tourist scenic spot. However, the project of the channel management of the scenic spot was just carded out in many places, and it is in the exploratory stage, So, it＇s important for scenic spot marketing that how to build a scientific and effective sales channel. Intangibility of tourism products inevitably makes the difference of tourism products circulation fi＇om physical products circulation, for the reason that we can＇t simply copy the theory and experience of physical products distribution. This paper will probe current situation and strategies of channel management of the scenic spot by learning the experience of Mingyueshan＆Hot Spring Scenic spot＇s channel managements.